Best practices for online marketing in Twitter: An experimental study

In this paper, we develop a guideline for advertisers to make the best marketing practices by visualizing and studying the evolution of popular Twitter hashtags. We monitor specific quantitative attributes like the numbers of initiators and commentators. This information allows us to identify the patterns for best practices. This practices are not noticeable to advertisers who aim to utilize Twitter to do online marketing. The result of the study indicates four patterns for successful hashtags, as well as findings about the use of commercial hashtags. Practical implications of these findings are discussed, as well as suggestions for future research.